Ryanair: How a Small Irish Airline Conquered Europe

This assignment examines how Ryanair, a small Irish airline, became one of the biggest airline companies in the UK and conquered Europe. It explores their marketing management orientation and the societal marketing concept they use to enhance their services and attract customers.

RYANAIR HOW A SMALL
IRISH AIRLINE
CONQUERED EUROPE

INTRODUCTION
Rayanair DCA is an Irish airline that was founded in the year 1984 and has its
headquarters in Swords, Dublin. It has its primary operations in London and Dublin airports. It is
considered to be one of the biggest airline companies in UK. This airline is famous for providing
services to its customers as it is known for the services provided by the airline. So services are
going to be examining in context to Rayanair. Societal marketing concept is going to be used for
examine of services. In this assignment societal marketing concept is going to be use in context
to airlines.
MAIN BODY
Marketing management orientation
This is the concept that focuses over various techniques which are there to create,
produce and market of products to the customer. Such management main focus is over building
of those strategies which helps in making of profitable relationship with the targeted customer. In
relation to Ryanair these are going to be very effective as they are going to help in enhancing of
services that is going to help inn attracting of large customer in market and is also going to
provide for sustainability within Ryanair. Also this is going to promote an way in which
customers is going to get attracted towards the airlines which going to helps in doing
enhancement in services and increases profitability in Ryanair. There are various kinds of
management orientation and they are as follows:
Product Concept under these the product and the services that has to be provided by the
organization should be affordable. This is the oldest concept of market orientation which helps in
achieving of real objectives set-up by an organization. Main focus of this concept is over the
favor of acceptance shown by the customer towards their product. This is going to be achieved
through performance and innovation features. This is going to help Ryanair in making its
services more enhance and more focus is going to be over customer satisfaction (Palgrave
Macmillan, 2016).
Production concept under this concept main focus is over marketing strategies which helps in
making product and its improvement. Production is responsible for quality and improvement
which is important part of strategies related to marketing of product. In other words this concept
is responsible for boosting of production of products. This is going to make services of the
company better in a manner that all products sold by it within the airlines are going to be quality
that is going to helps in achieving objective comfort services by the Ryanair.
Selling concept according to this concept the customer is not going to buy an organizations
product and services until large selling and promotion effort is taken. In this the management iss
required to focus upon creating of sales transaction instead of building of long-term profitable
relationship. This aim over selling of product and services. As per this concept marketer assumes

that the customers should buy his product. This is poor and costly assumption to. Selling
concept is related to the assumption that customer has to buy his product. This is going to help
the Ryanair by making it provide services to its customers that is going to helps them in
promoting there company and making them increase in sale of tickets (Rotondo, Corsi and
Giovanelli, 2019).
Marketing Concept under this concept all goals which are set-up by organizations is dependent
on knowing about needs and wants of target markets and also delivering desired form of
satisfaction. This concept is an consumer centered concept as it focuses on customers
satisfaction. An company is benefitted from this concept in a manner that marketing is going to
make the product reached to its customers easily. This is going make Ryanair promote its
services to all over the world through gaining customer satisfaction. This can be achieved only
when marketing strategies are strong and innovative.
Societal Concept under this concept an sustainability is provided and all the wants of the
customers is analyzed which means that trends that are taking place or are changing drastically
has to be identified for providing better services in order to achiev success inn customer realted
issues. Under this human welfare is the first priority. Ryanair is goingb to effected by this in
positive manner as it is going to help in attracting customers and grow itself in the market at
faster rate (Stevens, 2018).
RECOMMENDATION
According to me societal concept is going to be very useful for the organization like Rayanair to
improve its product and services in a manner that, it is going to help in analyzing of customers
wants and needs that is going to make them work keeping in mind the customer’s need. This
concept is going help them in improving their services to achieve customer’s satisfaction.
CONCLUSION
From the above file it is clear that an organization like Rayanair is required to use market
concept to sustain in market. Services of this airline are required to be enhanced and improve as
per the customers requirement. This is going to help in boosting quality of services through
making such strategies that is going to make airlines boost its customer base also. The concept
that is going to be used by them is societal concept.

REFRENCES
Books and journals
Adler, E., 2016. Fixing Open Skies: Policy Proposals for the European Union and the United
States in Light of the Norwegian Airlines International Dispute. Issues Aviation L. &
Pol'y. 16. p.341.
MUHETO, D. D., 2019. Regional Integration in Air Transportation towards a Fully Integrated
Sky: A Comparative Case Study between EU and ASEAN. 통통통통통통, 10(1), pp.247-275.
Palgrave Macmillan, 2016. United Kingdom of Great Britain and Northern Ireland. The
Statesman’s Yearbook: The Politics, Cultures and Economies of the World 2017.
pp.1228-1300.
Rotondo, F., Corsi, K. and Giovanelli, L., 2019. The social side of sustainable business models:
An explorative analysis of the low-cost airline industry. Journal of cleaner
production. 225. pp.806-819.
Stevens, H., 2018. Strain and Stress. In The Life and Death of a Treaty (pp. 75-93). Palgrave
Macmillan, Cham.
Kallianiotis, J.N., 2016. THE EUROPEAN DEBT CRISIS AND THE IMPOSED
PRIVATIZATION OF THE PUBLIC WEALTH. Current Politics & Economics of
Europe. 27(2).
Dempsey, P.S., 2017. The evolution of air transport agreements. Public International Air Law,
William S. Hein & Company, Incorporated for the Centre for Research of Air and Space
Law, McGill University.
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